ASUS successfully concluded its 2026 Asia-Pacific Partner Summit in Sydney, Australia, bringing together over 215 premium partners under the theme “EVOLVE”. The event featured major ecosystem partners including Intel and Microsoft, focusing on regional growth strategies and technological innovation across the APAC region.
Strategic Vision for Market Leadership
The summit revealed ASUS’s ambitious roadmap for 2026, backed by an extensive network of over 3,150 partners in India alone. The company announced a clear objective to capture 30% of the Consumer Notebook market share through accelerated innovation and enhanced go-to-market execution.
Peter Chang, General Manager of APAC Consumer Business at ASUS, articulated the vision: “Amid current market complexities, together with our partners we are committed to aligning our digital transformation goals with a strong omnichannel strategy. This approach enables us to actively navigate challenges and create a marketplace where innovation directly contributes to customer excellence.”
Key Summit Highlights and Initiatives
| Focus Area | Strategic Approach |
|---|---|
| Omnichannel Excellence | Seamless online-offline integration for enhanced customer journeys |
| AI Integration | User-centric AI PCs delivering practical real-world benefits |
| Market Resilience | Proactive solutions for price constraints and supply challenges |
| Product Portfolio | Zenbook, ProArt, Vivobook S, ROG Zephyrus, TUF lineups |
The summit addressed 2026 market constraints including anticipated price hikes and supply shortages. ASUS committed to collaborating with partners to provide relevant solutions across multiple price points and customer segments, emphasizing adaptability and resilience.
AI-Powered Future and Product Strategy
ASUS outlined its vision for AI PCs, emphasizing that true value extends beyond hardware integration. The company’s hybrid AI roadmap focuses on creating intuitive virtual assistant experiences that deliver practical benefits to end users rather than just technological novelty.
The brand’s product strategy centers on its lifestyle portfolio—Zenbook, ProArt, and Vivobook S—alongside gaming-focused ROG Zephyrus, Strix Scar, and TUF models. This focused approach aims to drive sustainable growth while building partner confidence through clear market segmentation.
Digital Transformation and Partner Empowerment
ASUS emphasized its commitment to empowering partners with cutting-edge tools and resources, facilitating agility in a rapidly evolving market. The omnichannel excellence strategy showcased proven approaches for unified customer engagement across all platforms, fostering greater brand loyalty.
With 5,000 in-house R&D experts and recognition among Fortune’s World’s Most Admired Companies, ASUS continues to strengthen its position as the leading consumer and gaming laptop brand in Asia-Pacific.
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